Toys for Kidults
With an impressive and exciting product range, the Special "Toys for Kidults" at Spielwarenmesse 2026 captivated the press and visitors. Centrally placed at Eingang Mitte, the steadily growing target group of adult toy fans was the focus — with an inspiring selection of products and brands. Adults who enjoy playing have long since become a relevant and financially strong target group. They offer retailers enormous opportunities to expand their range and tap into additional revenue potential.
The 210 m² interactive experience house "Toys for Kidults" in Eingang Mitte reflected the diverse interests of the adult target group with the categories "Collectibles", "Creative Fantasy" and "Tabletop Games" and offered numerous product inspirations that should not be missing in any toy shop.
The Special provided trade visitors with targeted know‑how for successfully addressing the Kidults target group: inspiring product presentations showcased attractive entry assortments for Kidults and exciting themed worlds. Under the guidance of experienced promoters, all games could be tested extensively.
The topic is rounded off with lectures in the Toy Business Forum:
- Magical kidults and where to find them – A journey of discovery to the target group and their natural habitats
Carol Rapp, Managing Director & Robin de Cleur, Director Communications, Merz Verlag, Essen
Wednesday, 28 January 2026, 3:45 – 4:15 pm
- Ultra Comix: The fascination of kidults
Stefan Will, Managing Director, Ultra Comix GmbH, Nuremberg
Thursday, 29 January 2026, 2:45 – 3:15 pm
- Live Podcast: The Nerd & the Geek – Kidults vs. Nerds: How do we close the generation gap?
Carol Rapp, Managing Director, Merz Verlag, Essen & Jasmin Karatas, Concept in Gamification & Innovation in Branding/Games, JASMIN DENIZ KARATAS & RAW-R AGENCY, Baar/Switzerland
Friday, 30 January 2026, 11:15 am – 12:15 pm
- Cute Economy – Kidults Going Gaga Over Blind Box and Plush
Ratna Sita Handayani, Head of Research - DACH, Euromonitor International GmbH, Düsseldorf
Friday, 30 January 2026, 2:00 – 2:30 pm
In co-operation with the experts from:
- Ultra Comix - one of the largest comic and game shops in Europe
- SPIEL Essen - the world's largest public fair for board games
